Mobile Search for Medical Marketers [Webcast]

Thomas Harpointner
CEO & Founder, AIS Media Inc.
Your presenter
PART 1 of 2

ATTRACT & CONVERT NEW PATIENTS | #AISMediaEdu
Interactive Webinar Agenda
Online Survey
Q & A Session
Tweeting LIVE
#AISMediaEdu
Special Offer
Presentation

Amplified.
Digital Marketing Performance
ATTRACT
ENGAGE
CONVERT

SOCIAL
CRM & MA
ANALYTICS
SEARCHEMAIL
DESIGN
STRATEGY
CONTENT

AWARD-WINNING USER EXPERIENCE DESIGN

WHERE YOU’VE SEEN US

FEATURED CLIENTS & ATTENDEES

The Big Shift in
Medical Marketing

1990
Prodigy,
CompuServe
1991
America Online
1992
SMS Messaging
1994
First Online
Display Ad
1995
Yahoo Search
Engine
1996
Email
Marketing
1997
AIS Media
Launched, Mobile
Payments, SEO
1998
SEM & Google
2000
PPC, AdWords,
Google Mobile
Advertising
2003
LinkedIn,
WordPress,
MySpace
2004
Mobile First, Yelp,
Responsive Web Design,
Facebook
2005
Google Analytics,
SEO, YouTube
2006
Twitter, Marketing
Automation
2007
iPhone, App Store,
Geotargeting, Tumblr
2008
Facebook Ads
2010
iPad, Instagram,
Internet Surpasses
Newspaper
2009
Bing
2011
Google+,
Pinterest,
Snapchat
2014
Mobile Surpasses
Desktop Users,
Omni Channel
2015
Wearables
2016+
Internet of Things,
Mobile Overtakes
Email & Social, Online
Ad Spend Equivalent
to TV Spend
2012
Infographics,
Visual Content
Marketing
2013
iBeacon,
Micro-location
2020201020001990
Copyright 2015.
All rights reserved.

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Medium/Large
(=>$500M)
Small (<$500M) Pharma Devices Biotech
Increase
Same
Decrease
Change in Marketing Budgets for US Healthcare
Companies in 2014 (by type)
Source: GoogleInsights

62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Email
Display
Direct
Industry: Healthcare
Awareness Consideration ConversionIntent
Channel Roles in the Patient Journey
(Assist vs. Conversion)

How Channels Impact the Patient Journey

Copyright 2015. All rights reserved.
Videos Articles Webinar Use Case Specs PR
EMAIL
SOCIAL
SEO
WEB
PRESENCE
MARKETING
AUTOMATION
LEADS / SALES
DESIGN
CONVERSION
Papers
CRM
12
3
5
DISPLAY
CONTENT
DIGITALMARKETING
CHANNELS
PPC
TECHNOLOGY
4
Integrated Digital Marketing Model
ANALYTICS &
OPTIMIZATION

TRANSFORMATION 2015 | #AISMediaEdu
Poll ResultsWebinar: Mobile Search for Medical Marketers
Question #1
Has your search marketing plan been optimized for your mobile users?
0% 10% 20% 30% 40% 50% 60% 70%
Not sure
No
Yes

of patients used search prior
to booking an appointment.77%
Source: BM Consultants

of those looking for health
information start with search
engines.88%
Source:GoogleCompete

Patients begin to notice that
something doesn’t feel quite right
in their body so they Google
their symptoms and attempt to
self-diagnose.

Mobile Has Surpassed Desktop
54.9
61.6
69.2
77.1
85.9 85.6
19.7
30.7
46
63.7
85.9
113.4
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Billions U.S. Local Search Market: Mobile vs. Desktop
Desktop Mobile
Source: BIA/Kelsey

Source: Wordstream
89.82% of people click links on the first page of
search results.
Key search behavior facts we know…
Source: Wordstream

89.82% of people click links on the first page of
search results.
45.5% of people couldn't distinguish paid from
unpaid ads on search engine results pages.
Key search behavior facts we know…
Paid
Organic
Source: Wordstream

Patients check Google Maps for proximity searches.

Google Maps is the new search interface.

of all visits to hospital websites come
from search engines and most patients
visit 2+ hospitals during their research.43%
Search continues during treatment.
Source:GoogleCompete

of all patients who use the
Internet to self-diagnose end up
making an appointment.50%
Source: eVisit.com

Question #2
How far along are you in terms of developing a mobile-first strategy for
your digital marketing?
0% 20% 40% 60% 80%
Haven't started
Just started
Well along

of all mobile searches have
local intent.50%

Source: Google/Nielsen
of mobile searches are driven
by speed and convenience.81%

Mobile users have half the bandwidth
and are twice as impatient.

Paul Matsen, Chief Marketing Officer
“Today, more than 63% of the traffic to our website
comes from mobile devices, and adapting rapidly
to mobile has been critical to our success.”

Question #3
Have you verified that your site passes Google’s mobile-friendly test?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Not sure
No
Yes

Effective April 21, 2015, sites that don’t provide
users with a mobile-friendly site are penalized with
lower organic rankings in mobile search results.
1. Google Mobile-Friendly Test

Question #4
Has your site speed been optimized for your mobile user?
0% 10% 20% 30% 40% 50% 60%
Not sure
No
Yes

Page
Views
Customer
Satisfaction
Conversion
Rates
A 1-second increase in website load time results in…
2. Site Speed
+11% +16% +7%

SEO Signals
Bad Signals Lead
To Bad SEO
• Broken links
• 404 errors
• 301 (redirects)
• Poor site map
• Missing images tags
3. Technical SEO Errors

How well is your
site configured to
attract & convert?
Get your site analyzed. Free.
What gets analyzed :
1. Google Mobile-Friendly Design
2. Site Speed
3. Technical SEO

70+ Sites
Analyzed in 60
Days
Website Performance Analysis Results

Site Speed Mobile-Friendly Technical SEO
Website Performance Analysis Results
81/100
AVERAGE SCORE
53%
PASSED GOOGLE’S TEST
2,076
AVERAGE NUMBER OF ERRORS

Recommendations Grade
Leverage browser caching
Serve static content from a cookieless domain
Specify a Vary: Accept-Encoding header
Minimize redirects
Remove query strings from static resources
Avoid bad requests
Minimize request size
Specify a cache validator
50 0-64 65-84 85+
Urgent
Fix
Needs
Improvement
No Change
Needed
70
100
100
Overall Grade Requests Load Time Page Size
91/100 70 9.81s 1.0MB98
Performance
Example: Site Speed Performance Test
Results
100
100
100

Example: Technical SEO Analysis
Details
Below are the specific critical errors found on the website, which may
adversely affect organic search rankings.
Violation Title Level Category Count
The description is missing. Warning SEO 471
The title is too long Warning SEO 7
The <h1> tag is missing Warning SEO 466
The <img> tag does not have an ALT attribute defined Warning SEO 464
The page contains broken hyperlinks Error SEO 44
The URL for the hyperlink is broken Error SEO 32
The page contains multiple canonical formats Error SEO 20
The page contains multiple <h1> tags Warning Standards 7
The description is too short Warning SEO 1
Total Errors 1512

Mobile “Configuration” Errors Cause
68% Smartphone Traffic Loss
Source: Brightedge

Client Case Study: Medical Practice
c
Total Ranked Keywords
350%
in three months

Client Case Study: Urgent Care Clinic
Trended Stack Rank Report
in five months
900%

Client Case Study: Urgent Care Clinic (Cont.)
Organic Traffic Performance
833%
In 5 months
Page 1 Rank
700%Page 2 Rank
140%
Page 3 Rank
202%
Page 4-10 Rank

TAKEAWAYS TO
ATTRACT & CONVERT
NEW PATIENTSKEY 20151. Majority of Internet traffic now originates on mobile devices. Make mobile
optimization a priority to provide a better patient experience.
2. “Mobile-friendly” design impacts Google search rankings. Make your website
mobile responsive.
3. Optimize your site for mobile to increase SEO rankings and to attract & convert
more patients.

www.aismedia.com

Limited Time Complimentary Offer
FREE Website Performance Analysis
• Site speed analysis
• Google’s “mobile-friendly” test
• Technical SEO analysis
• 30-minute consultation
Call: 404.751.1043

Mobile Search for Medical Marketers [Webcast]

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